| Title | PARKING WHEELCHAIRS |
| Brand | BANK OF GEORGIA |
| Product/Service | TREE OF LIFE |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
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Entrant Company
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J. WALTER THOMPSON METRO Tbilisi, REPUBLIC OF GEORGIA
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Advertising Agency
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J. WALTER THOMPSON METRO Tbilisi, REPUBLIC OF GEORGIA
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Production Company
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STUDIO METRO Tbilisi, REPUBLIC OF GEORGIA
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Credits
| Giorgi Popiashvili |
J. Walter Thompson Metro |
Creative Director |
| Eka Kipiani |
J. Walter Thompson Metro |
Creative Director |
| Aleksandre Tsitskishvili |
J. Walter Thompson Metro |
Art Director |
| Nina Nemsadze |
J. Walter Thompson Metro |
Copywriter |
| Aleksandre Gabilaia |
Studio Metro |
Executive Producer |
| Irakli Akhalkatsi |
Studio Metro |
Dop |
Brief Explanation
Tree of Life serves to create adapted environment for people with disabilities, for instance maintaining parking spots for disabled people, which is frequently hindered by drivers occupying the spots for disabled people. The communication objective for the agency was to raise the problem and change the attitude. Main insight was that despite growing discussion in social networks, drivers still lack the complete understanding of the harm they are creating by parking at the wrong place. The idea of "Parking Wheelchairs" aimed to create alternative experience for drivers and facilitate loud discussions around the topic.
Results and Effectiveness
The first outcome besides mass news coverage - was the speech made by public defender, supporting the topic and announcing that creating the right environment for people with disabilities will definitely become of high priority for Georgian government. Facebook pages were created where general public started posting photos of "cars parked on not-meant-for-them places". Not only drivers did realized the problem, they also felt the pressure from society in case of hindering the environment for people with disabilities. The number of cars unrightfully occupying the parking has decreased by an significant level.
Creative Execution
Project team simply took and occupied whole parking lot with 70 wheelchairs, from early morning, spending 0$. The activity had great visibility for every by-passer. And it worked. Journalists of every broadcasting companies and news agencies appeared within the 40 minutes to spread the news, added by general public sharing their own-created content on social media. So by the end of the day by using one single media, we occupied TV, internet, radio, press and as a result becoming the most talked topic of the day in the country.
Insights, Strategy and the Idea
The target audience was: non-disabled drivers and general public. To encounter drivers - busy parking lot was chosen as a media. To encounter public - the central avenue was chosen, that would make it easy to see and then share on social network. For this cause the venue became - the parking lot of one of the busiest places in Tbilisi - in terms of traffic (both transport and pedestrians), because of its central location and proximity to metro station, educational facilities, business centre, food courts.